lobster popsicles

ph663 // gsph // sdsu

[naplikeitsthe90s-blog]

Audience, Part Four, Research Activity #1, PH 663

I believe this teen pregnancy campaign did an inadequate job of segmenting the teenage population to reach boys. I believe this campaign intended to reach teenage boys, and have them take responsibility of teenage pregnancies. In my option, it failed miserably. First off, this is a totally unrealistic picture of a male pregnant. No one can relate to this. I’m sure the fact the boy is African American for an ad campaign made by Healthy Chicago is no coincidence. This can be identified as another failure to reach the sub-segmented audience. Furthermore, why is this young African American boy in an empty dark room with one window that has rusted bars on it? I’m confused by the background chosen, and what message Healthy Chicago was going for by using it. I believe it would have been more successful if they would have stated something a young boy can relate to such as the costs of a child, how a child could interfere with school, athletics, or other teenage extracurricular activities. I would have also like additional resources and education listed on this flyer such as places to receive condoms or a place to go for support of an unplanned pregnancy. Telling teenagers to use a condom or wait is not an effective campaign to prevent unplanned pregnancies and STIs. The only positive thing I can see in this campaign is the shock factor of a pregnant boy. Although at first glance, I just see a boy diagnosed with some kind of unexpected stomach tumor. 

I believe this image from the “Make Your Move” campaign did a decent job of audience segmentation. It has a male with tattoos, scruffy beard, and, messy hair with a statement that will easily grab your attention. If you only read the big bold letters then the message is missed, but once you finish after the ellipsis you notice this is a male standing up against sexual violence. This campaign offers a facebook page where additional tips and events can be found to help keep your friends and community stay safe from sexual violence. The audience segmented is the male population and offers advice on how to “Make Your Move” and not just be a bystander when an act of sexual violence is being committed. My only concern is with using this male with tattoos and looking so tough does not shy away the smaller framed males who might not feel as adequate to stick up for someone in this situation because they do not feel so robust. Overall, I believe it was an important move to segment males in a sexual violence campaign, and believe they did a decent job with the shock factor. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

I agree with your evaluation of the second ad here from the Make Your Move campaign. I am undecided if I feel as though they’re stereotyping with the model choice, but that’s outside of the scope of this assignment. This issue is really important and calling to action by-standing men is a great use of audience segmentation. We all know we can call 911, however, having someone witness the event and stepping in to help can be life-saving. This is also out of the scope of the assignment, but I wish the font for the main message after the ellipses was larger. Like you said, some might miss the point entirely if they fail to read on. Good choice! 

@globalcommunicationproject

[greyskittycat-blog]

Audience, Part Four, Analysis Activity #3, PH663

One of the important ways McDonald’s segments their audience/customers is by their geographic location, which is definitely an important dimension of health communication. McDonald’s bases the type of foods they will place in certain geographic regions based on the preferred tastes of the culture residing in those regions (i.e. the McAloo Tikki in Pakistan and India). Obviously “taste” is not a part of health communication audience segmentation, but the idea of psychographics (the attitudes and beliefs about the population in that region) definitely do play into what McDonald’s does. McDonald’s also segments based on demographics by offering certain incentives based on the population (i.e. WiFi to a younger college town); this idea of segmenting based on demographics resonates perfectly with health communication’s methods. McDonald’s also segments their restaurants and food based on the income of certain populations which falls right into the same methods of segmentation as health communication. Something McDonald’s does differently is that they utilize occasions or holidays in a given area (Christmas time, St. Patricks Day, etc.) which does not seem to be very common with health communication as holidays and occasions are very short-term whereas health campaigns are more long-term. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

I agree with everything you’ve said up until the seasonal segmentation that McDonald’s utilizes. I would argue that Public Health also utilizes seasonal messaging such as flu vaccines or emergency messaging such as outbreaks of infectious diseases. While these aren't centered around “holidays,” they still resemble seasonal messaging segmentation. Good evaluation of the audience segmentation, though! 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

Support @sdsu to continue providing great education and developing future leaders! #greatgiveday 

[lobsterpopsiclesinsd-blog]

In the first ad of the baby sleeping, it is obvious that the intended audience is parents. Letting a baby sleep in the bed with parents has been shown to increase risk of SID. Since babies cannot choose where they sleep, the ad has to be targeted toward parents. 

The second ad is very unclear to whom this message is intended. Is this for parents who feed their children? Is this for adults who are overweight/obese? Is this for people at risk of chronic diseases? It seems that this message was either purposely meant to appeal to a very wide audience (population attributable risk approach) or they simply neglected audience segmentation. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

Audience, Part Four, Analysis Activity #3, PH663

According to this video, McDonald’s does an extensive job of segmenting their markets. This strategy makes sense for them as their target audience is so broad. The first segmentation strategy they employ is by geographic location. They offer different menu items and advertising messages to reach audiences in different locations. This would be standard in health communication messaging as well. Tailoring health messages to address the specific health issues related to that city/state/region/etc is imperative for effective communication. 

The second segmentation strategy is by preferences or what we call “psychographics” - the specific beliefs, attitudes, and preferences of the target audience. McDonald’s has created different menu options for different cultures. In health messaging, knowing and appealing to the culture of the population we’re trying to reach can make or break the effectiveness of the ad. 

McDonald’s also segments by demographic breakdown, specifically catering to different age groups. Children are offered play houses, free wifi for young adults, and low calorie menu options for women. This type of segmentation is congruent with health messaging as well as different campaigns are targeted to different populations. This Free Life is intended for the LGBT community, the truth campaign is targeted to teens, and PBS began messaging to kids about safer car practices. They also included racial/ethnic segmentation which is critical in health communication. 

McDonald’s utilizes “occasion” segmentation to appeal to its audience members at different times of the year. Similarly in health communication, seasonal messages are promoted. For example, around flu season, messages promoting the flu shot, hand-washing, etc are more visible than at other times of the year. “Occasion” messaging in health promotion could also include “emergency” messaging such as information on the Zika virus. 

@globalcommunicationproject

[gradschoolsnotbadschool]

Messages, Part One, Research Activity #1, PH663

Announce: 

An example of a campaign announcing a fitness class for pregnant women. There is also a link in the advertisement the audience can use to get more information. 

Advise:

This ad is presenting factual information regarding breast feeding and the importance of the first milk- colostrum. 

Activate:

This series of ads calls for the audience to get vaccinated.  I found it interesting to put a face to those who can not get vaccinated to drive the importance of why people need to get vaccinated.  

Advocate:

Advocating for breastfeeding in public places.

Combined Objectives:

This message provides factual information to promote condom use, thus advising the audience.  It points out information targeted to young people.  Also has an aspect for activate- using condoms to prevent STDs. 

[lobsterpopsiclesinsd-blog]

I really like your choices for advocate and combined objective. Both, in different ways, use imagery to help convey their message. The advocate advertisement is extremely powerful and relevant. Who wants to sit on a public toilet regardless, much less to feed your child...? With very less verbiage, this message is very strong. I like the combined objective ad because it uses both imagery and the explicit use of advise and activate to convey its message. It’s clear, eye-catching, and informative. Great choices! 

@globalcommunicationproject

[gradschoolsnotbadschool]

Messages, Part Four, Research Activity #4, PH663

McGuire Perspective:

This piece of health communication is an advertisement promoting breast health/ awareness.  It is advising the audience that they should know what to look for when checking their breasts, however it doesn’t provide any information beyond that this gentleman could help you.  This could be a tactic to get the audience to search for more information. It is announcing to it’s audience where to go for more information with the link to the secondary source’s website at the bottom.  There is advocacy for the many women who may be able to assess themselves for early signs of breast cancer or disease.  While there is some call to activate the audience to check breasts, it is not explicitly telling them when or how to do so, they must seek out more information.  The ad has all component of the McGuire Perspective, but some are stronger than others.  

Kotler Perspective:

It seems that this man is being portrayed with some sexual content, he is shirtless and insinuating that he can help check your breasts.  While that may catch the attention of some audiences, the price is not as clear.  The benefit of breast awareness is health and early diagnosis of disease, but in this context it seems that the man is what the audience would benefit.  I think it is harder to explain the product of breast self-exam in this, as it is the behavior change that is attempting to be changed, but it is almost subliminal from this perspective.  I cannot tell exactly where this ad was placed, but it appears to be a magazine type advertisement, which would be appropriate in a women’s health related magazine.  Position also falls short when looking at this ad from Kotler’s perspective, as there is no comparison to any other behavior or method.  Promotion is also unclear, although I know there are other ads in this series, not just depicting a shirtless man.  

I believe that McGuire’s perspective is best for examining this piece of health communication, because it is more clear and useful.  However, since this ad is clearly attempting some type of sexual appeal, the price from Kotler’s perspective is also very relevant. 

McGuire Perspective:

This health communication is clearly advising the audience with a factual statement. There is not a clear call to activate in this, except that the little person is backing away from the person who is assumed to be smoking.  A better call to activation would strongly imply or explain how to avoid secondhand smoke.  It is very widespread knowledge that smoking is bad for health, and this is advocating that secondhand smoke is also bad, because it cause heart disease.   The announcement that this if from the FDA’s Center for Tobacco Products is also clear, so the audience would be able to get for information there, but it would be better to provide a website link or telephone number.  

Kotler Perspective:

The price is clear, avoid secondhand smoke and avoid death from coronary heart disease.  As in McGuire’s Perspective with a poor call to activate, the product is not clear either.  It does not provide a method to avoid secondhand smoke besides acting like the cartoon person and backing away from it.  The place that this ad was meant to be is so clear, the internet.  I could see this as an ad running across the top of a website I visited.  I think this context is the most interesting point about it.  To take it a step further, it could be promoted on a variety of websites, and individuals could even post it to their own social media or other internet sources.  There is some aspect of position between secondhand smoke and no secondhand smoke, but that is not really clear.  

I think the best perspective for this is Kotler’s, because the place and promotion piece is really interesting.  It is not like most ads we would see in other places.  McGuire’s perspective does not give as clear of an explanation. 

[lobsterpopsiclesinsd-blog]

I like your perspective on the first ad using McGuire’s principles. I agree the 4 A’s seem more applicable to the communication piece than Kotler’s 4 P’s. There are definitely strong points for both, but I think you highlighted the major strengths in your analysis. Interesting choice, one that I hadn’t seen before! 

@globalcommunicationproject

[nezzee5-blog]

Messages, Part One, Research Activity #1, PH663

Announce Example:

https://meded.ucsd.edu/freeclinic/index.php

A page announcing services offered at a free clinic at UCSD. 

Advise Example:

An advertisement for Gardasil, an HPV vaccine. The advertisement states the population that should be vaccinated and at what age.

Activate Example:

This advertisement calls on the audience to act and get a mammogram. Providing a phone number can increase the likelihood of women making an appointment to get screened.

Advocate Example:

This documentary looks into the sugar industry’s detrimental influence in health research and the harmful effects of consuming too much sugar.

Combined Objectives:

This advertisement both advises and activates the audience through statistics on a physical activity among kids and specific recommendations to encourage activity. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

These are such great visual examples of the principles. I especially like the combined objective message as it’s visually appealing, informative, easy to understand, and actionable. 

For the mammogram ad: Is it suggesting that getting your nails done takes the same amount of time as getting a mammogram thus you should substitute nails for a mammogram? It’s an interesting strategy, but I wonder about how it resonated. 

@globalcommunicationproject

[naplikeitsthe90s-blog]

Source, Part 3, Research Activity #3,  PH663

News Outlet Credibility:

I am not one to watch television news stations and therefore to stay better informed I am signed up for a daily email newsletter call The Skimm. The Skimm is written by two females in their 20s and is very easy to read and even comical and times when delivering the news. Both women claim to have a background in breaking news, political news, and documentaries. Everything I have read seems to match other news sources just with fewer details and delivered in a more engaging way. I love The Skimm and even though the girls do not claim to be professionals on any subject I do believe they are great journalist and make it easy for those of us not super in touch with world news to stay informed. I would never cite one of their email newsletters in a professional paper, but I would recite information learned in a casual conversation with a peer. Below is an excerpt from one of the recent emails. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

I’m really interested in this news outlet! Thank you for sharing this. I tend to get all of my news on my mobile device, and am signed up for a similar newsletters that delivers all of that day’s top health news stories. This is great for staying up to date with what’s going on in the world around us as some news sites can be verbose and often boring or full of jargon. If you wanted to get more information on a particular topic/subject that you read about here, you’d then be able to go look it up on your own. 

@globalcommunicationproject

[darealreelreal]

Messages, Part Two, Research Activity #2, PH663

In the Bad Health Effects of Smoking, the creators of the ad are attempting to elicit a fear based response in the viewer which would then dissuade them from smoking. The ad itself is dark and ominous, the lungs are made up of cigarettes and some are lit and burning eluding to the damage happening in the lungs from smoking. The intended reaction is for the viewer to not smoke - unfortunately this image is not sufficiently threatening to be impactful, likely because it is abstract. This ad is creative, visually appealing and uses dark colors and shadows to convey negativity but it isn’t enough to change behavior.  

https://jasonbiviano.files.wordpress.com/2012/04/health-effects-of-smoking1.jpg

The NYC DOT speed limit ad offers an excellent use of fear related content. It definitely uses fear appeal messaging but in a much more effective way than the first smoking ad. The ad itself is dark, the half skeleton of the child’s face lines up with the increase speed, while the innocent intact fact lines up with the safer speed. I think this ad does a great job of sufficiently scaring the viewer into understanding the consequences of such a small incremental speed difference. The driver in this case likely has strong efficiency in terms of being able to slow down and not defaulting to speeding because they “shut down” from fear upon viewing this ad – if anything “shutting down” might make someone drive more slowly. The information is clear, concise, intense and seems more likely to result in the intended behavior change - with the caveat that smoking is addictive and driving 40 mph vs 30 mph is not.  

https://twitter.com/nyc_dot/status/314067899079872514

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

I couldn’t agree more with you, especially on the first part. Imagery of this sort has been widely used before, and doesn't hold as much shock value as it used to. It’s now common knowledge that smoking turns your lungs black and that consequence has not changed the overall behavior. While the ad is aesthetically pleasing, it doesn't do much by way of affecting behavior change. 

@globalcommunicationproject

[darealreelreal]

Messages, Part One, Research Activity #1, PH663

Campaign Objective Announce:  

May is Mental Health Month 

http://www.mentalhealthamerica.net/feelslike

Campaign Objective Advise:

CDC PrEP 101 Consumer Information 

http://www.cdc.gov/hiv/pdf/library/factsheets/prep101-consumer-info.pdf

Campaign Objective Activate:

New York Health Department “Play Sure” Campaign advocating PrEP, PEP, condoms and lubricant use. 

http://www1.nyc.gov/site/doh/health/health-topics/playsure.page

Campaign Objective Advocate:

Alliance for Fair Food - supports farm worker wages and rights

http://www.allianceforfairfood.org/take-action/

Campaign Objective Combined: 

Documentaries (Food Systems) 

Food Inc. - http://www.takepart.com/foodinc

Forks Over Knives - http://www.forksoverknives.com/

Food Chains - http://www.foodchainsfilm.com/

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

I love that you provided documentaries for the combined category as I had not thought about that before. They definitely announce, advise and advocate and sometimes even activate which come together to form a really powerful message. 

@globalcommunicationproject

[runninthru663withmywoes]

Source, Part Two, Research Activity #2, PH 663

In the video above, Hillary Clinton is being interviewed on The View. The View is a daytime talk show hosted by middle-aged women and viewed by many middle-aged women. In this segment, Hillary Clinton talks about being a grandma, equal pay for women, pop culture, and selfies. I think that Hillary Clinton is trying to establish a common identity with The View’s primary audience, which are middle-aged women. Hillary Clinton is trying to establish herself as a relatable candidate who is a grandmother as well as a presidential candidate. Towards the end of the interview, Hillary talks about pop culture and takes selfies with the hosts. Hillary has been highly criticized for her efforts in trying to relate to millennials, which may be what she was doing in this interview.

This wasn’t a speech, but it was a tweet that Donald Trump posted on Cinco de Mayo in an effort to relate to “Hispanics.” This tweet was posted after Donald Trump’s awful comments towards Mexican immigrants. Although “taco bowls” are not traditional Mexican food and many Mexicans do not like being identified as “Hispanics,” Trump attempted to be relatable and use Cinco de Mayo as a platform to appeal to Mexicans/Latinos.

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

Great example regarding Donald Trump’s taco tweet. He has to counteract all those “build a wall” comments somehow, I guess. Although I think this example made him less relatable to Latinos because of how ridiculous it was. 

@globalcommunicationproject

[bigredxoxo-blog1]

Source, Part Three, Research Activity #3, PH 663

The Doctors is a televised talk show that provides news segments and advice regarding health and wellness. The show is comprised of a few doctors from various fields. In terms of credibility, having a group of professionals, in this case doctors, talk about health issues seems legitimate. While watching a few of their segments, the advice and information they are giving is reasonable to an extent. However, ultimately, this show’s purpose is to entertain. After all, the main doctor was a contestant on The Bachelor, and for some reason, all the doctors on this show look like celebrities (not representative of the doctors in the general population).

Rather than talk about the show in general, I found a segment where the doctors investigated misconceptions of healthy foods; particularly healthy foods that make people fat! Although they were debunking misconceptions, they never really operationalized what healthy was. As the segment was progressing, it seemed as though the doctors were using a healthy diet and weight loss synonymously. The source are the doctors and the medium is this television show. Although the source and medium are not the same, the television show is not presenting objective views. It appears that their target audience is women. They are providing information that will retain viewership; if their target audience wants dieting, weight loss strategies that’s what they provided. The Doctors reframed the news segment to look more like a healthy eating segment, rather than tips for dieting. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

This is so interesting to me and I have so many things to say about the message itself. However, as a source, you’re spot on. Their audience is mostly women (I’d venture to guess stay-at-home mom’s, more specifically), who are always looking for the quickest and easiest way to lose weight. Branding the show as The Doctors inherently gives the show some source credibility -- whether it’s justified or not, that’s up for debate. The TV network is banking on the fact that doctors are seen as reliable sources of information to increase viewership. 

@globalcommunicationproject

[nezzee5-blog]

Sources, Part Four, Research Activity #4, PH663

This first commercial, and other like it, made me think more critically about my phone use in the car and I no longer post/text and drive. It was not the only factor that dissuaded me from the behavior, but the message was effective for me. It did a good job at pointing out something we all often do on our phones. From there it places the behavior in the context of something serious: a life-threatening accident. This context frames the behavior as silly, meaningless and not worth risking yours and others’ life for. Also, I found the irony of the situation effective. The post was of what I am assuming to be, her daughter. In the effort to share her on social media, she put her life in danger. This further argues that posting/texting while driving is never worth it.

Bedsider, a reproductive health website, has also served as a useful and effective health communication source for me. Particularly, they have a page where you can compare different birth control methods side by side in order to pick one that is best for you (https://bedsider.org/methods). I find it effective because the information is accurate, yet presented in an easy to understand way. The pros (e.g. effectiveness, ease of use) and cons (e.g. health side effects) of each are outlined in a non-threatening way. From there, I have been able to have more informed conversations with my doctor. 

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

Wow! Aside from how jarring that video is, I totally agree with you. I was also completely taken aback that AT&T was the source of the ad which makes it even more powerful, in my opinion. While cell phones have done many things in the context of public health, being on our phones while driving has been a major point of contention in the last several years. AT&T is creating loyalty and trust of its brand by promoting this message. It’s something we can all relate to, and so important to our life. Great choice!

@globalcommunicationproject

[ph663poster-deactivated20170105]

#source #part four #research activity 4 #PH663

Breast cancer screening recommendations changed by the US Preventive Task Force (USPTF)

https://www.uspreventiveservicestaskforce.org/Page/Document/UpdateSummaryFinal/breast-cancer-screening

My beliefs for breast cancer screening for myself have changed since reading the recommendations for breast screening by the USPTF. There is considerable controversy over their recommendations because based on meta-analysis of outcomes after years of mammograms, they recommend fewer and later screenings, compared to other organizations such as the American College of Radiology and The American Society of Clinical Oncology. Why have I chosen to go with the USPTF’s recommendations, rather than the other more respected and certainly more powerful organizations such as the ACR and the ASCO. First I am able to access the same studies used by the USPTF in coming up with the recommendation and deciding for myself if I agree with them. Secondly, I have to question the motivation of the sources. The USPTF is an independent organization that preventive services from a public health standpoint and not from an individual standpoint. It also has nothing to lose, unlike the members of ACR and ASCO who have millions to lose if fewer women choose to undergo breast screening - less need for oncological and radiological services. Doctors are still human, and when there is a large amount of money involved, they can always justify their services in terms of missing the one person who has breast cancer who might have been helped if she were screened earlier or more often. But we are talking about a population and not individuals when it comes to making screening recommendations and need to be mindful of population and not individual outcomes. USPTF, according to the EPPM (1992) was able to change my perception of susceptibility and my self-efficacy to follow their recommendations.

Fructose claims by Dr. Lustig

https://www.youtube.com/watch?v=dBnniua6-oM

I was quite affected by the message from UCSF endocrinologist Robert Lustig about sugar, especially fructose in high concentrations, in the American diet, and which did make me avoid foods with large quantities of high fructose corn syrup. At a time when there was a lot of hype, misinformation and public hysteria, I turned to a well respected, knowledgeable expert for answers. According to research by Belro (1969) and McCroskey (1966), Dr. Lustig possesses all the characteristics of a credible source. He is certainly well qualified to talk on the subject, and is likely very intelligent to have risen to such academic ranks, comes across as a person of integrity and honesty, and has a calm and commanding behavioral style in his video that I have linked to below. Having said that, one still needs to critically appraise his motivations for promoting his beliefs. Is he just another anti-sugar prophet similar to the anti-fat prohet Ansel Keys of the 1950s. We are fortunate that in this age of technology, we can confirm or dispute Dr. Lustig’s facts from other neutral sources, an opportunity that the public in the 1950s did not have to do the same with Keys’ claims.

[lobsterpopsiclesinsd-blog]

I love that you brought up the fructose issue. There’s so much in the media about sugar consumption right now which makes it hard for the everyday consumer to decipher quality v. poor information. It’s even worse when big soda industries are donating to health organizations and then lobbying against public health propositions. Having trustworthy sources of information is so imperative with the state of overweight and obesity in our country. 

@globalcommunicationproject

[nezzee5-blog]

Sources, Part Two, Research Activity #2, PH663

“Look, I respect his children. His children are incredibly able and devoted, and I think that says a lot about Donald. I don’t agree with nearly anything else he says or does. But I do respect that and I think that is something that as a mother and a grandmother is very important to me.”

This quote come from Hillary Clinton at the conclusion of the second 2016 Presidential Debate. A voter asked both candidates to say something good about the other. Clinton decided to pay Trump’s children a compliment and also insert her identify as a “mother and grandmother”. A lot of the emphasis during the debate was centered on Trump’s crude comments on women. Here, Clinton strategically aligned herself with voters who are mothers and/or grandmothers. One could also argue that she is reaching those who respect/love mothers, grandmothers and, largely, women.

“I think the big problem this country has is being politically correct. I’ve been challenged by so many people and I don’t, frankly, have time for total political correctness. And to be honest with you, this country doesn’t have time, either.”

This is Donald Trump’s stance on “political correctness”. The sources post mentions that Trump uses his identity as a “political outsider” as a way to connect with voters. While I agree with this, I also feel that his strong stance against politically correct language and behaviors continually creates a politician that many Americans can identify with and, ultimately, vote for.

@globalcommunicationproject

[lobsterpopsiclesinsd-blog]

I completely agree with you on the Hillary quote. She’s trying to relate to a very big audience with strong voting power. I also chose that quote from Donald Trump and think that it this strategy is also about trust. Historically, politicians aren’t seen as the most honest and trustworthy individuals. Trump is calling attention to the fact that he’s willing to speak his mind (honesty) while suggesting that’s what America needs (building trust). While I may disagree with his politics, I do think this is a powerful message that he’s using very strategically. 

[lobsterpopsiclesinsd-blog]

Messages, Part Four, Research Activity #4, PH663

One of the additional pieces of health communication I analyzed is the mental health campaign that the Duke and Duchess of Cambridge is launching. 

It can be found here: https://www.youtube.com/watch?v=fhbC-tQjYSQ

After analyzing from both a McGuire and Kotler’s standpoint, both have their value. While there is some overlap between the two perspectives, there are some differences in the way that they answer the questions. 

In McGuire’s psychology-based model, this video announces the Heads Together campaign itself. There is little to no advising on the topic of mental health as far as risk factors, statistics, or additional information. There is some activation in their call-to-action to join in the campaign. And lastly, it’s strongest component is the advocacy and awareness of mental health issues. 

From Kotler’s model, there is no explicit “price” or new behavior that they’re hoping to promote. However, the “product” piece is strong as they are trying to get a conversation started about mental health and the social environment around the stigmas associated with mental health problems. This campaign is clearly geared toward younger individuals - the actors identify with a broad population and the campaign itself will be focused on reaching these individuals through social media (”place”). Using YouTube as a main channel for reaching the target audience is appropriately relevant. The final element of “promotion” is yet to be determined, however, a strategic choice of both social media and traditional media outlets will make this campaign far-reaching and more effective. 

Based on this analysis, it seems as though the Kotler’s model is more exhaustive and strategic in the decision-making process of the campaign. However, McGuire’s inputs also need to be considered so that the messaging as the crux of the campaign isn’t left out. 

@globalcommunicationproject